Nintendo was late to the console-as-entertainment-hub game with its top-selling Wii, but a new report suggests nongaming content will have a higher priority with the Wii U. AdWeek reports Nintendo has entered negotiations with "major media companies" in an effort to possibly bring their content to the Wii U.

AdWeek's report did not indicate which media companies Nintendo is targeting for content distribution agreements. However, the news site's sources indicate that Nintendo is pursuing an online strategy similar to Microsoft's.

Thanks to its Xbox Live online platform, the Xbox 360 supports a variety of content from various media companies. These range from on-demand movie and television streaming services Hulu and Netflix to niche partners like Major League Baseball, HBO, and BBC. Microsoft has also signed deals with Comcast and Verizon to turn the Xbox 360 into a cable-box receiver.

AdWeek's report named only Comcast as a partner targeted by Nintendo, saying the company may be considering a deal similar to what the cable network has with Microsoft. Nintendo's outreach has reportedly extended to multiple cable networks, as well as online video producers.

Already, Nintendo has said that an online platform will be far more central to the Wii U than it was for the Wii. Also coming to the 3DS, the Nintendo Network will cover "competitions and communication among users, as well as the sales of digital content." The online platform will also allow for personalized online accounts and possibly the sale of full-game downloads.